The Trap of Generic Advertising

Advertising is so pervasive today that there’s practically nowhere you can go without seeing or hearing an advertising message from a business grappling for your attention. That’s capitalism.

Many studies have been produced that say we’re bombarded by anywhere from 500 to 2,000 advertisements per day Just think about the number of signs you pass by that indicate a business’s brand or location, all while your radio is cranking out blocks of sixty-second spots between your handful of tunes or news and weather.

Are you really digesting all these images and messages? The advertisers hope you are. But too many advertisers are just wasting their money with generic messaging which could also fall under the category of branding.

If you are going to spend thousands of dollars to blow away your potential customer with your message, why wimp out with just a pretty picture and a phone number? Does that type of message actually ask your target to take out his or her wallet and give you their money?

Your advertisement must be bold. I don’t mean that you have to be controversial or outrageous to get attention. You just have to be straightforward and clear about what you want the recipient to do with your message. You want them to buy. Give them the map to do it.

Think about it this way – what is the tipping point at which an advertiser gets you to take action now? If you make them a special offer, make it special . Most people won’t get out of bed for just ten percent off. You know what your customers like. Give it to them. They’ll return in kind.

Contributed by: Jeff Vice

Ma$$ Media – Why More May Be Less in Marketing

Imagine you have created the perfect ad with a compelling design, great offer and a call to action that says “Do business with us now!” But the ad is on a billboard on I-75 where most people zip by at 70 miles per hour. Or it is nestled in between stories on page A6 of the local newspaper. Maybe it is aired on the local radio or TV station. Billboards, newspapers, radio and television are examples of mass media, and they may be killing your marketing budget by sending the right message to too many of the wrong people.

Mass media is designed to reach a lot of people in a large area – it may reach a college student renting an apartment near campus, or it may reach a CEO living in a million-dollar estate. Such a wide audience may be ideal for some businesses with targets in many markets, like fast food restaurants or shopping centers. But does your business have targets in many markets? The answer is most likely “No.” This is why mass media can be problematic: it reaches such a broad audience that it may dilute your message.

Do not confuse “market” with “geographic zone.” We use the word “market” here to refer to the demographic elements that comprise your ideal client profile, such as age, gender, income, et cetera. Geographic zone may be an element of your client profile, but it is one factor amongst many. Some businesses, such as landscapers, remodelers, interior designers, and other home improvement specialists need to focus on one demographic especially: homeowners. Mass media advertisements are a waste for these businesses because, according the latest U.S. Census data, nearly one-third of the population in any metropolitan area are renters – not homeowners!

Home improvement specialists aren’t the only ones losing money to mass media. Any business that offers specialized or luxury products and services would be best served by ditching mass media and focusing on outlets that reach their highly-targeted ideal customer. Need help finding the right media for you? Don’t worry – we can help! Give us a call to discuss your business’ needs and we will find the right media for you!

RSVP Ohio, Kentucky, Indiana
888 958-7787

Resolve To Give

As we craft and execute our New Year’s resolutions, set new goals and strive to achieve more (the bigger house, the nicer car, make more money, take a nice vacation) it might be helpful to consider success in a whole new meaning. In giving, you may find untold riches.

“But I don’t have the money”… Give of your time. Find something you’re passionate about and give freely. Expect nothing in return. You’ll be surprised how the rewards come back to you.

Study the richest, the most famous, the most accomplished and successful individuals in history and it might surprise you to learn that each lives by this principle usually in a big way. This advice has been practiced for centuries and stands the test of time across all walks of life.

“Realize that true happiness lies within you. Waste no time and effort searching for peace and contentment and joy in the world outside. Remember that there is no happiness in having or in getting, but only in giving. Reach out. Share. Smile. Hug. Happiness is a perfume you cannot pour on others without getting a few drops on yourself.” — Og Mandino

“It’s not how much we give but how much love we put into giving.” ― Mother Teresa

“We make a living by what we get. We make a life by what we give.” ― Winston Churchill

“Give, and it will be given to you. A good measure, pressed down, shaken together and running over, will be poured into your lap. For with the measure you use, it will be measured to you.” Luke 6:38

Perhaps you’ll clip one of these quotes, make a habit of giving, and make 2014 your best year yet. Cheers!
Contributed by Heather Craaybeek

All the World is a Stage – Where is Your

All the World is a Stage – Where is Your Audience? Part 2 of 2

Our previous post discussed how to build an ideal client profile using an existing client database as a starting point. Unfortunately, not all businesses have this luxury. There is no need for stage fright, though – the show must go on, and we can help ensure that your perfect audience will be there when the lights go down and the curtain comes up!

The easiest way for a new or developing business to build an ideal client profile is to be creative and make one! Start by basing your ideal client on your business – what product or service will you be selling? For example, a lawn care specialist will want to target homeowners instead of apartment dwellers, while a salon owner may not be concerned with homeownership, but wants to appeal to stylish women with disposable income. Your ideal client profile, then, must begin with your business in mind.

Your ideal client will be integral to your business’ success, so don’t hesitate to be ultra-specific. You can ask yourself questions such as:
● Is my client a man or a woman?
● Where does my ideal client live? In a city? In a suburb? In a rural area?
● Does she own a house? Or rent an apartment?
● How old is she?
● Is she a college graduate?
● Is she married?
● Does she have children? How many?
● Does she own a car?
● What is her household income?
● What are her hobbies?
● What newspapers, magazines, blogs or websites does she read?
● What does she look like – draw a picture if you need a visual!

Remember: the more detailed your description of your ideal client is, the better opportunity you will have to bring her to your stage! You can start marketing to your target audience as soon as you create your ideal client. Many advertising mediums will provide you with their demographic information, so all you have to do is find the medium with demographics that overlap your profile and start advertising there. The right ad in the right place, targeted at the right audience – bravo!

RSVP specializes in giving your business the kind of ROI that makes you shout for an encore – call us today to speak with one of our experts and set your stage for success!

RSVP Ohio, Kentucky, Indiana
888 958-7787

All the World is a Stage – Where is Your

All the World is a Stage – Where is Your Audience? Part 1 of 2

Ask any actor or actress how important the audience is to a performance, and they will tell you, “VERY!” The actors rehearse with the director while the costume and set designers create the mood. The show’s success, however, depends upon the one participant who shows up on opening night without any preparation: the audience. In many ways, advertising is a lot like putting on a stage show. You work hard to craft your ad, but what happens when the curtain opens – that is, when the world sees it? Is the audience there and engaged? Or are you performing to an empty house?

This two part series will focus on defining your target audience by identifying your ideal client. Each part will focus on a different method for establishing an ideal client profile. The first method works best if you have an established client database, while the second is more useful for a new business. Your ideal client is what you think of when you imagine the person who would use your products or services; these ideal clients make up your target audience. Developing your ideal client will enable you to discover where to advertise, how often to advertise, and even how to advertise to maximize your ad’s impact.

If you already have an established client database, simply take a moment to think about which clients are your best, then write down what makes them so great. We also recommend asking these clients why they choose to work with you. Ask them where they first heard about your business, and what keeps them coming back for more. Don’t be shy – these are your best clients! They love working with you and want to help you succeed. You can then build your ideal client profile by using their responses in conjunction with the list you created. Look for commonalities amongst those on your list, such as: geographic locations, income and age brackets, shared interests and professions, etc. This information will lead you to a generic ideal client profile that can guide your advertising.

Can’t wait for part two on how to build an ideal client profile from scratch? Call us today! One of our experts will help you define your ideal client and develop a plan that markets directly to them.

RSVP Ohio, Kentucky, Indiana
888 958-7787